How Shipley Do-Nuts Plans to Grow: Bill Leibengood believes strong marketing starts with discipline, data, and clear strategy. He calls it “disciplined marketing,” an approach where facts and customer insights guide every decision.
That philosophy has influenced Leibengood’s career for many years. Prior to his time at Shipley Do-Nuts, he was employed at advertising firms and occupied senior marketing positions with notable brands like Wingstop, Applebee’s, and Houlihan’s.
Three months into his position as chief marketing officer at Shipley Do-Nuts, Leibengood asserts that his focus on data will remain prominent.
“I’ve been lucky to collaborate with excellent teams in IT and finance and have witnessed the strength of customer data and business intelligence,” Leibengood stated. “Shipley possesses a remarkable foundation, and refining our strategy and execution will enable us to unlock even greater potential.”
Building on Shipley’s Rapid Expansion
Leibengood became part of Shipley amid a significant expansion period. The brand launched 35 additional locations in 2025, increasing its total presence to over 385 units across 13 states. New stores opened in states such as Alabama, Florida, Georgia, North Carolina, Tennessee, and Virginia.
Last year, Shipley embarked on a new phase when Levine Leichtman Capital Partners bought the firm from Peak Rock Capital, setting the stage for ongoing national growth
Reintroducing Shipley to New Markets
With Shipley expanding into new areas, Leibengood and his team recognize a significant chance to enhance the brand’s presentation to potential customers.
“It’s a brand that’s 90 years old, but there’s still plenty of opportunity to expand,” Leibengood stated. “Such a long history makes that uncommon for a brand.” “Whether in emerging markets, innovative products, or different customer groups, the potential is tremendous.”
Local marketing will be a primary emphasis, as the brand collaborates closely with franchisees to create initiatives that showcase Shipley’s distinct strengths while remaining aligned with its fundamental values.
Staying True to Brand Values
Leibengood highlighted the significance of safeguarding the elements that contributed to Shipley’s success initially.
“Customers appreciate the craftsmanship, the genuineness, and the dedication to executing things properly,” he stated. “As we expand into new product categories and markets, we aim for our messaging to accurately represent those values.”
Product Innovation and Digital Growth Ahead
While Shipley did not share specific store opening targets for 2026, Leibengood believes product development and digital expansion will be major drivers of profitable growth in the near future.
Marketing will play a central role, especially as the brand looks to grow across digital platforms and explore new categories — including the popular beverage space.
“I’m incredibly excited about the untapped opportunity here,” Leibengood said. “Building on our donuts and kolaches, expanding into new dayparts and customer segments — it’s exciting to think about how much runway is still ahead.”
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